Projects
A sampling of original partnerships and collaborations from a multitude of industries — conceived and led by J.D. Tuminski.
Partnerships & Activations
Justin Bieber's TikTok Valentine's Takeover
TikTok's first-ever full-length single-artist LIVE performance. #JournalsLive drew over 4 million unique views across two broadcasts — the most-viewed single-artist livestream in TikTok history.
Hip Hop 50 — Empire State Takeover
With UMG and the Empire State Building, we lit the building gold for hip hop's golden anniversary alongside NYC icons Ja Rule, Ashanti, and Jadakiss — then took the celebration to Brooklyn.
Daniel Seavey Release Event — Gibson Space LA
Using Daniel Seavey's SMS and email lists, we helped Atlantic Records stage a fan-exclusive private underplay for his EP, Dancing in the Dark — propelling him toward an opening gig for Benson Boone.
Def Jam × NY Jets NFL Campaign
Def Jam became the first label to officially partner with a professional football franchise — original music, licensed tracks against Jets video, in-game appearances, and collaborative playlisting.
Hip Hop History Month — SoulCycle
The first full-label collaboration with Equinox+ brand SoulCycle — a month of custom-choreographed classes spotlighting Def Jam's past, present, and future. The platform's highest-rated hip hop programming.
NBA 2K22 "Iced Out" Edition
Def Jam's roster soundtracked the special edition of NBA 2K22, with artists filming original promo content and receiving early copies of the game.
Def Jam × AS Roma
The first collaboration between Italian football club AS Roma and a U.S. music label — a joint Spotify playlist, merch, and a planned transfer announcement with GRAMMY-nominated artist Pusha-T.
Will Sass — Aluna Studio Content Shoot
With rising DJ/producer Will Sass, Casadei Collective shot multiple days of content between LA and Montauk — 50+ assets that drove hundreds of thousands of views and 5,600+ new followers.
Lecrae Miniaturizes Himself with Dopl
GRAMMY-winning artist Lecrae teamed with Dopl to create miniature 3D-printed versions of himself for a scavenger hunt across his All Things Work Together tour — a first of its kind.
Alessia Cara Launches IGTV
Partnering with Instagram, GRAMMY-winning artist Alessia Cara helped launch flagship product IGTV with original content and promotion direct from the Instagram team.
Desiigner Rolls Out Xbox Live Sessions
Desiigner launched celebrity Xbox Live Sessions, gaming with fans on the official Microsoft network.
DeJ Loaf Custom SOLE Bicycle
Connected California lifestyle bike brand SOLE with DeJ Loaf for a custom bike around her EP — a first-of-its-kind collab that drove millions of impressions and data capture.
Video & Content Series
Justin Bieber — JUSTICE Live Series
Flagship live performances celebrating Justin Bieber's #1 album JUSTICE — tens of millions of views and online conversation around the release.
Justin Bieber — Live From Paris
A tier-A livestream from Paris celebrating JUSTICE, propelling YouTube's new After Party feature with content exclusive to premium subscribers.
2 Chainz — 'Crate Talk'
An original 4-part series tied to Rap or Go to the League — conversations between 2 Chainz, Steve Stoute, Mike Dean, Gary Vee, and Winnie Harlow that drove millions of views.
Lecrae × Clemson — 'Hype Up'
A two-part series pairing Lecrae with the National Champion Clemson Tigers, featuring Coach Dabo Swinney — picked up by ESPN, Bleacher Report, and more.
Snoop Dogg × Pharrell — BUSH
A custom-styled forum for Snoop and Pharrell Williams to discuss the making of BUSH — millions of views and strong album sentiment.
Alessia Cara — Vevo X
A series of live performances filmed in Brooklyn celebrating The Pains of Growing — heralded as one of the year's best.
Vince Staples — 'GTFOMD' GoFundMe
Conceived and executed Vince Staples' viral GoFundMe campaign — Vulture called it the best campaign since Beyoncé's surprise album.
